COURSE DESCRIPTION
This course explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. The student will develop a variety of useful skills in the areas of brand management, advertising, and consumer research. The course also addresses contemporary trends and issues, including the role of new media and technological advances.
COURSE LEARNING OUTCOMES (CLOs)
On completion of this course, participants are expected to be able to have a practical working knowledge of:
1.) Technology-driven consumer behavior
2.) Consumer motivation and personality, perception, and learning
3.) Consumer attitude formation and change & persuading customers
4.) Cultures, subcultures, and cross-cultural influences on consumer behavior
5.) Consumer decision making and diffusion of innovations
COURSE OUTLINE
- Technology-Driven Consumer Behavior
- Segmentation, Targeting, and Positioning
- Consumer Motivation and Personality
- Consumer Perception
- Consumer Learning
- Consumer Attitude Formation and Change
- Persuading Customers
- From Print and Broadcast Advertising to Social and Mobile Media
- Reference Groups and Word of Mouth
- The Family and its Social Standing
- Cultures Influence on Consumer Behavior
- Subcultures and Consumer Behavior
- Cross-Cultural Consumer Behavior: An International Perspective
- Consumer Decision-Making and Diffusion of Innovations
Course Textbook:
Consumer Behavior: Buying, Having, and Being, 12th Edition
Michael R. Solomon, Saint Joseph’s University
Link: https://www.pearson.com/us/higher-education/program/Solomon-Consumer-Behavior-Buying-Having-and-Being-Plus-My-Lab-Marketing-with-Pearson-e-Text-Access-Card-Package-12th-Edition/PGM2291661.html
Feedback Given to Participants in Response to Assessed Work
- Individual written feedback on coursework
- Feedback discussed as part of a tutorial
- Individual feedback on request
- Model answers
Developmental Feedback Generated Through Teaching Activities
- Feedback is given at presentations and during tutorial sessions
- Dialogue between participants and staff in tutorials and lectures
GRADING AND SCORING
The course grade will be based on a final project presented by the participant and graded by the instructor. Participants much achieve a passing grade of 70% or more to be awarded a certificate of completion of the course.
